The ten lucky prize-winners of a joint Tourism Ireland/Bushmills whiskey promotion enjoyed a VIP trip to the exclusive Bushmills Live 2013 festival at the weekend. Only 500 tickets were made available globally for Bushmills Live, the only indie music festival in the world to take place in a whiskey distillery, which was headlined this year by internationally acclaimed Icelandic band, Of Monsters and Men. The competition to win some of the highly sought-after tickets was designed by Tourism Ireland as a ‘hook’ to highlight the Causeway Coast and Northern Ireland.
The Tourism Ireland promotion targeted almost 1,000,000 people through social media activity across Great Britain and Mainland Europe. This included almost 500,000 people – or potential holidaymakers – on Facebook and Twitter in Tourism Ireland’s key tourism markets of Great Britain, Germany, France, the Netherlands and the Nordic region. Music fans were also targeted through various blogs, and through a specially-created page on Tourism Ireland’s website, Ireland.com, which highlighted the Causeway Coast and Northern Ireland, encouraging holidaymakers and music fans to visit, with plenty of suggestions and ideas for things to do and see. And email marketing also reached an additional 450,000 people across Europe.
Commenting on the campaign, Simon Gregory, Tourism Ireland’s director of markets, said:“Congratulations to all our winners who I know had a fantastic time at Bushmills Live and enjoyed seeing some of the many things to do and see in Northern Ireland. This music festival is perfect for showcasing Northern Ireland as a fun, vibrant and modern place to visit – both in terms of its rich history of music and its unique heritage and tradition of whiskey-making, which is a particular draw in tourism markets like Germany and the Nordic region. Promotions like this are specifically designed to appeal to one of our new target audiences in GB and Europe – younger travellers looking for a new and exciting destination with a great vibe.”